HRX, the activewear brand co-owned by Hrithik Roshan and Exceed Entertainment, is expanding its footprint in functional footwear with a strategic partnership with ergonomic D2C brand Frido. The collaboration debuts with the launch of the Frido x HRX Barefoot Sock Shoe, a product designed to combine the principles of natural movement with modern performance footwear technology.
The new shoe reflects a growing consumer trend towards barefoot-inspired designs, which emphasize posture, balance, and unrestricted motion. By blending HRX’s fitness-oriented positioning with Frido’s engineering-led approach to product design, the partnership aims to strengthen both brands’ presence in India’s burgeoning performance-lifestyle footwear segment.
The Frido x HRX Barefoot Sock Shoe is engineered to deliver comfort, resilience, and durability, allowing consumers to wear it for daily activities as well as fitness routines. The design mimics natural foot movement, aligning with emerging global trends that favor minimalistic, body-conscious footwear. Lightweight construction, flexible soles, and breathable materials are among the key features that target both functional performance and lifestyle use.
Hrithik Roshan, HRX founder, highlighted the broader vision of the collaboration, saying, “This is more than a shoe. It’s an invitation to move consciously, reconnect with your body, and embrace natural motion. Fitness isn’t just about workouts; it’s about how we live, walk, and move every day.”
The Barefoot Sock Shoe will be available across multiple digital channels, including Myntra, HRX’s official website, and Frido’s platform, making it accessible to urban and fitness-focused consumers nationwide.
Industry observers note that the functional footwear category in India is growing rapidly, fueled by rising awareness of wellness, fitness, and ergonomics. With this collaboration, HRX and Frido are positioning themselves to capture a segment of consumers seeking innovation, comfort, and scientifically designed footwear that bridges performance and lifestyle.
